Advertising Basics! is a one-stop resource for anyone who wishes to understand and unravel the exciting world of advertising. Beginning from the basics, the book uses a simple commonsense approach to explain everything one wants to know about advertising and how the industry works on a daily basis.
The planning and placement of advertising media is a multibillion dollar business that critically impacts advertising effectiveness. The new edition of this acclaimed and widely adopted text offers practical guidance for those who practice media planning on a daily basis as well as those who must ultimately approve strategic media decisions.Full of current brand examples, the book is a "must-read" for all who will be involved in the media decision process on both the agency and client side. Its easy-to-read style and logical format make it ideal for classroom adoption, and students will benefit from the down-to-earth approach and real-world business examples.Key changes in the Fourth Edition include: A better grounding in the role of media in an advertising and marketing plan today, with a new first chapter on the changing role of media planning in agencies today; Increased coverage of communication planning; Added focus on the importance of media strategy early on in the book through a new chapter; A new chapter on evaluating media vehicles, filled with up-to-date examples; Separate chapters for video and audio media (instead of lumping them together in broadcast). This creates a more in-depth discussion of radio in particular; A new chapter on search engine marketing and a thorough revision of the chapter on online display advertising to address the increased emphasis on digital media; A new chapter on gaming, and many new examples of the latest digital media, with an emphasis on social media, and a new framework for analyzing current and future social media; A new chapter on international advertising; A new chapter on campaign evaluation.An online instructor's manual with PowerPoint slides and sample test questions is available to adopters.
Dale Carnegie's Radio Program: How to Win Friends and Influence People - Lesson 2
COLGATE SHAVE CREAMS PRESENT DALE CARNEGIE, the man who can answer your problem! Millions of readers profit by reading Dale Carnegie's daily column of helpful advice in more than one hundred of America's leading newspapers; and his famous book, "HOW TO WIN FRIENDS AND INFLUENCE PEOPLE" has sold more copies during its first eighteen months of publication than any other non-fiction book in all history. Now Colgate brings Dale Carnegie's inspiring advice to you, on the radio, so everyone can take advantage of his proven rules for winning happiness and success. Overcome Your Fears: Dale Carnegie helps a young woman overcome the world's number one cause of failure - fear - and regain her belief in herself. How to Get a Raise: Dale Carnegie offers sage advice on the timeless issue of "how to get a raise." Tune in as Carnegie demonstrates the right way, and the wrong way, of how to get what you want. & Staying Connected to Your Teenager: Do you disapprove of your teenage daughter's boyfriend, and don't know what to do about it? Are you stuck in a job that's taking you "nowhere?" Then you won't want to miss this live radio transcript featuring renowned writer and human nature expert Dale Carnegie. Tune in as Carnegie offer sound advice to parents and youth on a range of important social issues.
Advertising is often used to illustrate popular and academic debates about cultural and economic life. This book reviews cultural and sociological approaches to advertising and, using historical evidence, demonstrates that a rethink of the analysis of advertising is long overdue.
Liz McFall surveys dominant and problematic tendencies within the current discourse. This book offers a thorough review of the literature and also introduces fresh empirical evidence.
Advertising: A Cultural Economy uses a historical study of advertising to regain a sense of how it has been patterned, not by the epoch', but by the interaction of institutional, organisational and technological forces.